The most important part of a saxophone is the mouthpiece. It’s literally where the sound is shaped. A player views his mouthpiece as the Holy Grail. Our challenge was to help Rafael Navarro, mouthpiece designer extraordinaire, launch an eCommerce startup to sell expensive, handcrafted mouthpieces to sophisticated musicians who couldn’t try them out first or return them later.
Through exquisite photography, we presented the mouthpieces like they were art that belonged in a museum. Video endorsements from saxophone legends helped underscore performance. Online monitoring inspired YouTube videos taped during live gigs. And when we “leaked” a Bob Mintzer signature mouthpiece on Facebook in advance of its launch, it began a thread of over 100,000 comments on a popular saxophone chat group.
Within the first month there was a backlog of orders for mouthpieces. Within the first year: over 27,000 visitors and 160,000 website pageviews; over 35,000 YouTube Channel views; over 4,000 Facebook likes; over 100,000 hits on the online forum SaxOnTheWeb; and the prestigious design industry publication Communication Arts named the site its “Webpick of the Day.”